$94 → $34 Per Lead at the Same Budget — Edmonton Renovation Contractor
A renovation contractor in Edmonton was paying CA$94 for every real lead. Without raising the budget, the account was restructured: underperforming ad groups paused, Performance Max launched with a full set of assets, and wasted searches cut. Six months later it was producing 2.8× the leads at CA$34 each.
Key Results
-64%
Cost per lead
CA$94 (Jan–Jun 2025) down to CA$34 (Apr–Sep 2026)
2.8×
Real leads
90 leads in 6 months up to 248 in the same length of time
Same
Ad spend
CA$8,470 before vs CA$8,355 after, over 6 months each
The Challenge
What the client was dealing with
The account spent about CA$1,400 a month on one Search campaign. In the first half of 2025 that bought 90 real leads (46 form submissions and 44 calls from ads), or CA$94 per lead. Several ad groups were spending without producing calls or forms, and there was no second campaign to reach people who were researching renovations but not yet searching for a contractor.
My Approach
What I actually did
- Measured the account on real leads only: form submissions and calls from ads. Store visits, email clicks and button clicks were left out of every number in this case study
- Paused 3 Search ad groups that were spending without producing calls or forms
- Launched a Performance Max campaign with 37 assets (headlines, descriptions, images) built around renovation and remodeling services in Edmonton
- Moved budget between Search and Performance Max as the cost per lead of each settled, without raising total spend
- Added 22 negative phrase keywords at account level and tightened Search keywords around renovation-contractor intent
Biggest Lesson Learned
“Performance Max reports "store visits" as conversions, and they made this account look about twice as good as it was. I only trust calls and forms. Judged that way, the result is smaller but real: same budget, nearly three times the leads.”
Project Info
Industry
Home Services & Contracting
Country
Canada
Duration
Jan 2025 – Sep 2026
Budget Scale
CA$1.4k / Month
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